Finding the right balance with form length is a common challenge. Long forms can deter potential leads and impact conversion rates, while short forms might not capture all the information you need. Multi-step forms offer an effective solution, breaking down lengthy forms into manageable sections that guide users through the process and help maintain engagement.
But how exactly do you create multi-step forms in HubSpot? Let's explore three distinct approaches, each with its own benefits and limitations.
When to use multi-step forms
Before diving into the "how", it's important to mention that multi-step forms aren't always the best choice, despite their appealing visual nature. Used well, they can enhance the user experience and improve completion rates. Used poorly, they can create unnecessary friction and drive potential leads away.
Enhancing complex buyer journeys
Multi-step forms excel when guiding buyers through complex processes. For instance, when collecting detailed project requirements, each step can build logically on the previous one. Visual prompts and progress indicators help buyers understand where they are in the journey and what's coming next. This is particularly valuable for processes like:
- Project scoping questionnaires
- Service configuration requests
- Detailed consultation bookings
Visual guidance and feedback
When your form process benefits from visual aids, multi-step forms really shine. Each step can include helpful visuals that guide buyers through the process. For example, a website project questionnaire might show different layout options at one stage, colour schemes at another, and functionality examples at the next. This visual journey helps buyers make informed choices while maintaining engagement.
Long forms
When you need to collect extensive information, multi-step forms can make the process less overwhelming. Breaking a 20-field form into four manageable steps feels less daunting than presenting all fields at once. However, this only works if the steps flow logically. Random field grouping can confuse buyers and increase abandonment rates.
Progressive profiling
When you want to gather information gradually, multi-step forms let you collect basic details first, then progressively ask for more specific information based on buyer responses. This approach lets you capture essential information early, ensuring you at least have basic contact details if someone abandons the form partway through.
When to avoid multi-step forms
However, be cautious about using multi-step forms for simple data collection. If you only need four or five fields, a single-step form is usually more appropriate. Adding steps to a simple process creates unnecessary friction and can actually reduce conversion rates.
How to create multi-step forms in HubSpot
Creating multi-step forms in HubSpot can be approached in several ways, each suited to different requirements and technical capabilities. Whether you're looking for a simple solution using HubSpot's native tools, need a custom-developed form for specific functionality, or want to leverage specialised third-party form builders, there's an approach that will work for you.
Let's explore each method in detail, looking at their benefits, limitations, and ideal use cases.
Method 1: HubSpot's built-in multi-step form builder
HubSpot's native multi-step form builder, released in August 2024, offers a straightforward way to create sequential forms directly within the platform. The intuitive drag-and-drop interface lets you build multi-step forms without touching a line of code, making it accessible for marketing teams of all technical abilities.
Key features and benefits
The builder comes with several powerful features out of the box:
- Drag-and-drop form editor for easy field arrangement
- Live form validation for immediate user feedback
- Built-in responsive design for all devices
- Integration with HubSpot's CRM
- Progress indicators to show form completion status
The platform integrates seamlessly with HubSpot's CRM, automatically mapping form submissions to contact properties and keeping your data organised. Live form validation provides immediate feedback to users as they complete fields, helping reduce errors and improve completion rates.
Limitations to consider
While the native builder is powerful for standard use cases, it does have important constraints:
- Limited styling options compared to custom solutions
- Basic conditional logic capabilities
- No external database integration options
- Available only to specific HubSpot subscription tiers
For basic website forms, these limitations might not matter. However, for more complex requirements, you may need to consider alternative approaches.
Example of the multi-step form builder in HubSpot.
Method 2: Custom development
Custom development opens up huge possibilities for creating multi-step forms tailored to your exact requirements. This approach gives you complete control over the form's functionality, appearance, and data handling.
Advanced capabilities
With custom HubSpot web development, you can create sophisticated form experiences that go beyond standard functionality.
- Implement complex conditional logic to create dynamic form paths based on user responses.
- Add custom calculations that process user input in real time.
- Integrate with external databases or APIs to pull in additional data or send form submissions to multiple systems.
The visual aspects of your forms are equally customisable. Create unique, branded experiences that match your website's design perfectly. Build sophisticated progress indicators that show buyers exactly where they are in the form process. The possibilities are limited only by your imagination and development capabilities.
Development considerations
Before choosing the custom route, consider these key factors:
- Technical expertise required - either internal resources or a HubSpot development agency.
- Potential need for Operations Hub for advanced integrations
- Higher initial investment but more flexibility long-term
- More complex maintenance requirements
- Longer implementation time compared to other methods
The editing experience remains flexible through HubSpot's content editor, but it won't feel quite as intuitive as the native drag-and-drop interface.
An example of a custom multi-step form we created for C.H.I. Overhead Doors' HubSpot website, which pulls data from multiple HubDB tables and has a bespoke design.
Method 3: Third-party integration
Third-party form builders offer a middle ground between HubSpot's native functionality and custom development. Platforms like Typeform, SurveyMonkey, Formstack, and JotForm all integrate with HubSpot while providing their own specialised form-building capabilities.
Specialised functionality
Each platform brings its own strengths to the table. Typeform excels at creating conversational form experiences that feel more like a dialogue than a traditional form. SurveyMonkey provides robust survey functionality with advanced logic and branching. Formstack offers powerful form analytics and optimisation tools, while JotForm provides an extensive template library to speed up implementation.
Integration benefits
Choosing a third-party solution can offer several advantages:
- Specialised features without custom development
- Pre-built templates to speed up implementation
- Advanced form logic and branching
- Robust analytics and reporting tools
- Quick setup and deployment
Integration challenges
While these platforms integrate with HubSpot, there are some important considerations:
- Additional platform costs beyond your HubSpot subscription
- Less seamless integration compared to native tools
- Potential brand inconsistency across your forms
- Limited customisation options within platform constraints
- Separate platform for form management
Example of Typeform's form editor.
Choosing the right approach
Your choice of method should align with your specific needs, resources, and technical capabilities.
HubSpot's built-in builder is ideal when:
- Your requirements align with standard form functionality
- You want the simplest possible implementation
- Native HubSpot integration is a priority
- You don't need complex conditional logic
- Your team prefers drag-and-drop editing
Custom development makes sense when:
- You need highly specific functionality
- Brand consistency is crucial
- You require complex integrations
- Advanced calculations are necessary
Third-party integration works best when:
- You need specialised features beyond HubSpot's capabilities
- Custom development isn't feasible
- Quick implementation is a priority
- Pre-built templates suit your needs
- Budget falls between native and custom options
Moving forward with multi-step forms
Multi-step forms can significantly improve your conversion rates when implemented thoughtfully. The key is matching the approach to your specific needs and resources. Consider not just your immediate requirements but also future scalability and maintenance.
Remember, the best form is one that your buyers actually complete. Start with your buyers' needs, then choose the implementation method that best serves those needs while aligning with your technical capabilities and budget.
